Our strategy on Twitter differs quite a bit from Facebook and Instagram. That’s because Twitter is less focussed on entertainment and more on industry news and insights. Twitter is a great medium to position DHL as an industry expert and opinion leader.

  • Good content on Twitter
  • Interact with your audience
  • Your profile page
  • General Dos and Don’ts
  • Best practice examples

Good content on Twitter

As on Instagram or Facebook, users need a reason to follow you. Posting only promotional product content is likely to turn people off.

Instead, maintain an 80/20 ratio: 80% light topics such as industry news, and no more than 20% direct product promotions. This way, followers will be engaged by your content and not feel spammed.

A good strategy is to focus on one main topic (such as the future of global trade) and base all posts around it. This way you will become a strong voice on the matter, and business audiences will likely follow you for corresponding news and updates.

Twitter is largely text-based. However, adding an image to your post will help it stand out on the timeline. Follow our general image guidelines to ensure you stay on-brand.

Interact with your audience

Twitter audiences expect two-way interaction, so be responsive to any questions. Ideally, any tweet that involves your Twitter account should be acknowledged – a “like” can be enough. But remember: always respond to negative and abuse tweets, delete the troll in a friendly, professional matter.

Your profile page

Your profile page acts as the face of DHL. To ensure your represent our Brand correctly, you must comply with the following:

General Dos and Don’ts


  • Tweet regularly
  • Be active and interact with your audience
  • Start conversations with your audience
  • Enhance posts with high-quality imagery
  • Use hashtags to reach more people. You can check which hashtags are trending and shape tweets around them, but try to limit yourself to those that make sense for DHL
  • Look at the ratio between followers and interactions to see how well you’re performing


  • Don’t go off-topic or use irrelevant hashtags (e.g. #love #summer #yolo #blessed #ItCanBeTooMuchSometimes)
  • Don’t  tweet about sensitive topics such as politics or competition
  • Don’t be boring

Suggested topics

  • Industry news
  • Business-related content
  • Updates on your services
  • Educational content
  • Events and news around sponsorships
  • Responsibility and sustainability initiatives

Best practice examples